COVER STORY
Sister brands Picking up the momentum , Gentlewoman has recently introduced two new sister brands – Gentle Littlewoman and Matter Makers – to expand its reach to different customer segments .
“ The idea came from one of the co-founders , who has a daughter . We thought it was a great idea that when you buy something , your daughter can have a similar item in a smaller version . We introduced the little version for girls about two years ago ,” Siriwattanamathangkul said .
Meanwhile , Matter Makers was added to Gentlewoman ’ s portfolio through an acquisition to turn the brand into a unisex contemporary streetwear brand that embodies the fusion of art , culture , selfexpression , and creativity . Matter Makers has a flagship store in Siam Square One , opposite Gentlewoman ’ s flagship , and five pop-up stores inside popular shopping malls .
Rebranding
Siriwattanamathangkul explained that Gentlewoman is undergoing a rebranding process . Previously , it was widely recognised as a trendy label with fashionable and eye-catching branding that appealed to a specific audience . However , the co-founder elaborated that Gentlewoman is now intentionally shifting its image to be more relatable and accessible to its customers . This new direction emphasises more ‘ subtle ’ styles that aim to resonate on a deeper level with Gentlewoman ' s audience , reflecting a more understated and refined aesthetic .
Amid the constantly changing preferences of fashion choices among young customers , the brand stays relevant through regular collaborations with cool labels . Besides collaborating with growing local designers , such as Iwannabangkok , Gentlewoman has also partnered with global brands . The brand teamed with DHL Express last year to launch an exclusive collection featuring DHL ’ s bright colour palette . Other recent collaboration partners include Fila and Havaianas . ►
Fashion is universal , and we believe that in Southeast Asia , there are some similarities in terms of fashion preferences .
August 2024 www . insideretail . asia 13